I just read an article, written by a marketing colleague
about branding that claimed that branding your business is a big waste
of time, not to mention a distraction from getting clients.
The author continued with the idea that instead
of wasting all that time on branding, what business owners need to
do instead is focus on uniquely positioning themselves in the eyes
of their market.
Well for cryin' out loud, what does he think branding
IS, anyway???!!
You see, the mistake my marketing cohort made was
lumping branding into the same bucket as a logo. It's an easy mistake
to make because a logo is something you can see, whereas a brand can
be a little harder to point to and say, "That's it!".
Until that is, you have a rock-solid, authentic
brand (like I have) doing its job as your client-attraction work-horse,
bringing in new, higher-end clients and making you smile all the way
to the bank.
So, just to clear up any confusion once and for
all about whether branding is just baloney, here is a quick checklist
to make sure YOUR brand is authentic, persuasive, pushes the right
emotional hot buttons and is memorable for more than just a fleeting
moment.
#1 You get phone calls from prospective clients
you've never met
How did they hear about you? From someone who already loves you and
what you do. On the phone with you, they jump right in to telling
you how they need your service. Sound too good to be true? It happens
to me and my clients all the time. Say "hello" to a dramatically
shortened sales cycle!
#2 You know the key reasons why clients hire you
instead of someone else (hint: it's not just because of your skills)
Being the best in your field isn't why clients hire you. One of the
most basic reasons is that they just plain like you and like doing
business with you. Yes, you help them create a solution they know
they need but on a human-to-human heart level, you help them feel
good about themselves and what's possible for them.
Understanding your emotional appeal is crucial to
making sure it comes through authentically and consistently in every
piece of your marketing. Be bold and don't hold back when it comes
to pushing the right emotional buttons!
#3 You can sum up what you do in one single Bold
Claim sentence
The strength of your brand depends on your audience understanding
what you help them solve or accomplish. This is your opportunity to
switch your focus from the features and processes you use, to living,
breathing and speaking what your clients
get
from working with you.
#4 Your clients and colleagues send you articles,
keepsakes or gifts "just because" it reminded them of you
and what you're all about.
Believe me, you can't pay to be THAT "top of mind" with
your audience! Because my brand, The "Horse Whisperer" for
Business, is so strong, I receive horse mementos, photos, articles,
little statues and other horse keepsakes nearly every week. I love
and appreciate the gifts themselves and am thrilled that my clients
and newsletter subscribers are that tuned into my brand personality.
#5 Your marketing materials have a brand "personality"
that your market instantly talks about
Top-notch branding creates a persona (that is authentic to you of
course!), complete with values, quirks, emotions and personality.
Think of the duck in the AFLAC commercials as an outstanding example
of how a confusingly named company in a boring industry broke out
and created a personality that makes us smile, is memorable and makes
us want to do business with them.
The AFLAC duck isn't just some silly marketing idea;
it's their entire brand persona, wrapped up in feathers, a beak and
webbed feet. It's brilliant!
Of course, the ultimate test of any brand is whether
it brings in new business. And yes, you still need a logo. But even
without one, as long as you concentrate on creating a clearly defined
persona that sizzles with authenticity, meaning and emotion, then
combine it with solving the problems your clients WANT to solve, you'll
have a steady stream of ideal, high-paying clients who love you.
